Social Listening: Why It’s Important and How To Use It Effectively

Social Listening: Why It's Important and How To Use It Effectively

What is Social Listening?

To socialize, to listen, to respond, to be active, to make an impression, to be considered part of something.

In essence, Social Listening is the ability to influence people through your listening abilities.

Social media statistics and social networking analysis are a means of computing popularity among a group of individuals by extracting data from various social media channels, including blogs, news websites, social networks, message boards, social networks, etc.

The information is then categorized into different subsets to study trends, consumer behaviour, and individual demographics.

Through this study, the purpose of any advertisement can be better targeted to reach its audience more effectively.

At that point in time, there weren’t many tools available to help businesses measure customer engagement and influence. Social networking analysis was either ignored or dealt with more obliquely than it should be.

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Companies that were not using a social listening tool would spend too much time worrying about whether their competitors were engaging with their customers. This distracted them from implementing the right tools and solutions that really helped improve customer engagement.

Social listening is not just about following up on prospects and Influencers. It is about engaging with prospects, gaining insight into their conversations, understanding what is important to them, what makes them tick, and why.

When you understand a prospect’s perspective and their business, you can provide the same understanding that they would receive from a good lead generation system a system that helps you follow up on leads and influencers, as well as understanding what is important to them.

If you don’t engage with your prospects, you are missing out on opportunities for valuable lead generation.

How to Get Started with Your First Social Listening Campaign

Social networking analysis reveals a fundamental disconnect between companies and their prospects. It turns out that most companies only follow up with influencers on Twitter who have a strong connection to their audience.

However, there is no connection between influencers and qualified prospects in the “real world”. The real world is filled with qualified prospects and influencers who care about them and want to hear what they have to say.

The disconnect is this: companies only consider the opinions of influencers on Twitter who are closely connected to their audience.

This disconnect is problematic. If companies truly wish to boost lead generation and get true engagement from their consumers, they must address these gaps. To do this, they must consider connecting with the influencers on Twitter.

This requires them to adopt new practices like creating themed lists, hashtags, and tweets. This will help to build trust with these influencers, which in turn will boost lead generation for the company.

Here are a few ideas from our Social Listening Tips that help companies connect with influencers on Twitter:

We all know that Twitter is a great source of information, but not so much so as a place for social listening.

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When it comes to social listening, companies need to think outside the box. Rather than just linking with influencers on Twitter who have an audience that might be interested in their product or service, consider creating a more engaging content list, like an image recognition photo collage.

The goal for influencers is to build brand awareness.

By using image recognition, a company can achieve this goal by having its influencers draw links within their content to their company website or to their social pages.

This will allow them to increase their network and their audience. By doing this, they will increase their visibility to their current followers as well as potential future followers.

In the future, there may be a need for more specific ways to find influencers.

Right now, Twitter lists can help businesses identify top conversations that are trending. However, there may also be a need to find conversations within other social platforms that are trending.

Why Is Social Listening Important and How to Use It Effectively?

How to Get Started with Your First Social Listening Campaign

Social Listening refers to the act of participating in conversations online that do not require you to say anything.

This is often done by reading other people’s comments, visiting discussions, and answering questions on blogs, wikis, and discussion boards.

Social Listening is helping to get in touch with other people on a more personal level.

Here are 5 important reasons why social listening is so powerful and should be a part of every marketer’s toolbox!

  • Clarifies Communication 

The Importance of Effective Communication in the Workplace

Social listening provides a great way to clarify your message and answer questions that may arise in a marketing or customer support call.

This allows the person on the other end of the phone to know what you are saying and why you are saying it.

The ability to listen effectively will give you an edge in business strategies and management plans because you will be able to articulate your ideas clearly.

As a note, this also has great value for your customer development and management plans.

  • Provides Valuable Insights

Guide to Effective Communication in the Workplace

It is important to have a “take a view” perspective when communicating with prospects and clients.

However, the old school thinking of taking one side of the story and leaving the other out is not productive or efficient.

Effective social listening requires that you hear both sides of an issue to make the best possible decision. This will provide you with the information you need to make effective decisions and solve problems.

  • Helps Improve Customer Service 

Before, During, and After: How to Improve Customer Service Every Step of  the Way - Salesforce Canada Blog

Effective social listening also has a great impact on customer service issues.

When a prospect says she or he has a complaint about your product or service, your first reaction may be to ignore the complaint and hope the individual goes away.

However, ignoring complaints and poor performances will not get you any closer to your goals. Social listening allows you to identify the problem, resolve it, and encourage constructive criticism.

This will not only improve service levels but will also increase your overall reputation among your customers.

  • Has A Positive Impact On Your Reputation

When you build trust with influencers, they tend to spread the word about your brand.

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This spreads the positive sentiment about your brand. In a nutshell, it means that every time you interact with influencers, the right away you can establish a connection.

Once established, this connection will help you communicate with them more often in the future. In essence, this creates a positive cycle for your business.

The more connections you make, the more recommendations you receive, and the more recommendations you make, the more influential your brand becomes.

  • Provides A Powerful Monitoring System 

Social monitoring provides a powerful insight into how you can improve customer service issues.

In fact, if you are looking for the next level of engagement, social listening and engagement is one of the best platforms available.

Social monitoring offers a unique set of metrics such as engagement rate, engagement level trends, average response time, number of conversations, and many more metrics that will allow you to gain a competitive advantage over your competitors.

  • Helps You to Analyze the Customer’s Needs Better

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Social listening and social monitoring give you a great insight into your business goals. When you listen to your customers, you are able to make informed decisions about your services and products. You can also gain a deeper understanding of your competition.

By analyzing the information provided by these two different types of metrics, you can determine where you need to focus your efforts in order to achieve your business goals.

These are the benefits that you can get from social listening and reputation management.

In fact, these are the core reasons why it’s important to use social listening and reputation management in your efforts to improve your business. However, in order for you to get the full benefits of these insights, you need to be able to implement them properly.

To do this, you need to know how to use the insights provided by these tools correctly, so you’ll be able to achieve the goals that you have set.

Social Listening Improves Customer Service

7 Ways to Use Social Listening for Customer Service

Social Listening is one of the buzzwords in SEO circles these days. “Social networking” is the buzzword that is usually heard in the same breath as “search engine optimization”.

Social Listening is an application that many people use to gather social data about their audience. There are a number of different applications to Social Listening, but mostly it is used by companies that sell products and services online.

Social Listening is not only a tool for effective SEO but also a way to connect with your audience and get their feedback right away. With Social Listening, you get immediate feedback from potential customers, right away.

Social Listening is a great way for building relationships with your customers and clients right away, before your launch your product or service.

Through Social Listening you can know exactly what is selling and what your audience wants right away.

Social Listening Helps You Gain Insights That Help You Build Strong Customer Relationships

It allows you to identify unique influencers within your industry. You can listen to their conversations around a certain topic and learn what they are thinking about your brand, products and services. Social Listening is great for learning what your brand is doing to inspire conversations around your business.

12 Ways to Manage Customer Relationships (Without A CRM)

Social Listening allows you to analyze your conversations and react quickly to provide your customer with the answers that they need. Social listening offers immediate feedback, which helps you understand what your consumers want.

If you do not have Social Listening tools in your office, consider purchasing them for your company website so that you can analyze your conversations and react quickly to improve your sales and revenue.

Social Listening enables you to use the internet to interact with your audience on an even deeper level. Analyze your conversations and provide a dynamic experience to your customers through Social Listening.

Using social listening to make changes to your business is more effective than most of the other approaches. The reason why is because you can actually engage with your audience to make changes that will improve your bottom line.

Social listening offers you the ability to connect with your consumers on a more intimate level and give them insights and solutions to solve problems that may be affecting your company’s core values and goals.

Social listening allows you to get personal with those you serve. It gives you the ability to develop valuable relationships that can lead to stronger sales and revenue.

When you develop strong relationships with your audience, you can use these relationships to turn those opinions into real insights and solutions to problems that your customers are facing.

With a strong relationship with your audience, you have the potential to make changes to better improve your sales and revenue in ways that traditional marketing cannot.

Using social listening to make changes to your business has also been proven to result in an increase in customer satisfaction. A strong relationship with your audience develops trust and respect.

When you create that trust and respect, you not only create a strong brand reputation for yourself, but you also create the opportunity to attract new customers.

The Importance of Social Listening for Customer Support and Brand Loyalty

These new customers have the potential to convert into repeat customers as they come to trust your brand. Social listening creates a powerful opportunity to bring your customers closer to you.

The power of social listening creates a powerful opportunity to improve your brand and increase your customer service performance. Your audience trusts your brand and grows to identify and understand your brand preferences.

They feel better about buying from you because they come to understand the reasons behind the choices you make and the impact of those choices on their lives.

Your brand understands and respects the customer’s individuality and comes to offer solutions tailored to their individual needs.

When you have a deep understanding of your customer base, you are able to create campaigns that reach your target market with tailored solutions that address their unique needs and requirements.

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Social media has provided many with the opportunities to reach their own targeted audience and improve their businesses.

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Social Listening: Why It's Important and How To Use It Effectively

Social Listening Is the New Way to Engage with Consumers

Social Listening is when you monitor your social networking platforms for conversations and mentions about your company. Then, you analyze them carefully for insights into new opportunities to promote your company.

Social Listening Importance can be described as an additional dimension to Social Marketing. It combines the two strategies and helps you make the most of Social Marketing while using it in conjunction with Social Listening.

Social listening is an important aspect of customer engagement which involves taking actions based on what potential customers want to hear.

For example, you can use this Social Listening strategy by incorporating what people are saying about your product or service to take action by making changes to improve your services or respond to customer reviews.

In Social Listening, the key is to take note of what potential customers say about your company.

Another important aspect of social listening is to track your consumers. With social listening, you can connect your consumers to your social listening strategy so you can measure how effective your marketing is.

You can connect a consumer to your process by embedding a URL where they can share their comments or thoughts about your product.

This way, you will get detailed data about the thoughts and opinions of your consumers that you can use to improve your offerings.

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Another benefit is that you will know whether what your consumers are saying is meaningful and important to them. If they are not engaged with what they are saying right away, you can just delete the comment or tweet.

However, if you notice that they are really participating in Social Listening you can use the insights from that Social Listening activity to drive more engagement for your brand or to implement even more of the strategies that you have been using to drive more engagement.

Social media allows you to get insights about what people are talking about with a lot of tools like Hootsuite, Twitter, Facebook and the rest of the tools that are available on the platform.

Social Listening for Customer Care: 101

In fact, Social Listening allows you to track all the conversations taking place on the platform, analyze the trends and check out the conversations around the clock.

By tracking these conversations, you can find the most important conversations going on, the conversations with the highest conversions and find out how to better engage your consumers.

Social Listening is an amazing new marketing tool that can be used to give your brand more exposure and generate more conversions.

Social monitoring is essential for Internet businesses.

However, most businesses are either not doing Social Monitoring or they are not yet utilizing the right tools to monitor their brand health. Social monitoring tools are great because they allow you to see which conversations are most active and which ones are not.

This makes it easier to implement changes to your online marketing strategy.

A lot of entrepreneurs underestimate the power of social networks to attract and convert customers. The truth is, Social Networks is much more effective at giving your brand and business the exposure it deserves.

7 Signs Your Competitors Are Using Social Listening Better Than You | by  Srishti Sharma | Medium

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Social listening allows you to connect directly with your audience, listen to their conversations around the clock and respond to their needs. Social listening also allows you to provide true engagement and true value.

If you have not yet started connecting with your audience, Social Listening should be the first thing you add to your marketing arsenal.

Social Listening allows you to identify influencers – the best way to connect with your audience and really engage them. Influencers are people whose ideas and opinions matter most to your audience.

If you want to increase engagement in your marketing campaigns, it is important to identify influencers and start conversations with them. Social listening gives you the chance to do this right from the beginning.

You can identify influencers through various channels and then begin having conversations with them. Social Listening is a great way to engage with your target consumers and really understand what they want.

Social Listening: Why It's Important and How To Use It Effectively

Social Listening is all about gaining access to the pulse of your customer base in a cost-effective manner.

Social listening is no longer the latest fad; it’s an established and tested method for improving customer retention and giving them what they want – information.

The importance of social listening isn’t only measured by the results on sales but also when you consider that more people are tuning out their traditional media for a more personal approach.

Social listening requires more authenticity, not unlike a regular conversation. In fact, the recent hullabaloo about the New York Times’ lack of engagement with its readers may have been seen as a case study in social listening.

Social Listening is no longer about the right tools or features. It’s about having the right conversations.

What is Social Listening exactly?

  • Social Listening is the act of engaging in (and enjoying) meaningful conversations through various social platforms.
  • Social listening is a means of computing consumer loyalty by extracting useful information from various social channels, including blog comments, news sites, wikis, forums, podcasts and social networking sites.
  • Social Listening is an essential component for any comprehensive branding strategy.
  • Social media analytics and social listening are the two cornerstones of any brand’s online strategy.
  • A solid and engaged social listening campaign can deliver tangible benefits that can translate into increased sales, new client contacts, positive brand reviews, enhanced public image and more.
  • Social Listening is all about making connections and building trust.
  • Social Listening is the process of communicating efficiently, consistently and effectively with the intended audience.

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


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